​Marketing consulting firm OutNow released a report about "LGBT Allies," those in the global workforce who support their LGBT colleagues both because it is the right thing and the smart thing for businesses to do. The most common form of support (97%) is simply talking about LGBT people and issues positively. 43% identified speaking up against defamatory comments or jokes as a critical part of being an ally. The authors concluded that management providing formal support to LGBT allies is the most powerful element of success.